Purchase and Protect: Dual Effects of Tourist Souvenir Customization
研究旅游纪念品定制如何同时促进游客购买行为和增强其对目的地文化的保护意愿，基于心理所有权理论，通过三项实验验证了双重效应的中介与调节机制。
As tourist souvenir consumption leans into co-creation, tourists transition from passive product consumers to active value co-creators. Drawing on psychological ownership theory, this study investigated how tourist customization simultaneously enhances the commercial and cultural attributes of tourist souvenirs through three studies. The findings revealed that tourists’ participation in souvenir customization not only stimulated their purchase behaviors toward souvenirs but also enhanced their willingness to protect the destination culture embedded within these tangible products. This dual effects was mediated by psychological ownership of the products and the culture they represent. Furthermore, the effects of tourist souvenir customization were moderated by the fit between the souvenir and the destination culture. This suggests that destination managers may organize souvenir co-creation activities and encourage tourists to incorporate local cultural and historical elements into souvenir customization.